App Store Optimization at ASO Barcamp, London 2015 (www.asobarcamp.com)

2. App Store Optimization
Unraveling the Black Box
Moritz Daan
@moritzdaan
moritz.daan@soundcloud.com

3. ASO Funnel
Discoverability
User needs to see you — Search, Charts or Featuring
Pre App Page
User needs to choose you — Primary assets
App Page
User needs to install — All assets
@moritzdaan
Localization and 3rd Party App Store Distribution add to the TOTF
LocalizationConversionDiscoverability

4. ASO Tools
Distribution Discoverability Conversion
LocalizationAnalytics
@moritzdaan
LocalizationConversionDiscoverability

5. ASEO
@moritzdaan
LocalizationConversionDiscoverability
Pick keywords based on
Traffic estimations
Keyword difficulty
Keyword length (shorter = better)
Common sense multiplier (ie. ambiguity,
long-tail combinations, etc.)
App Store SEO (ASEO) can be a
game changer, definitely for the Apple App Store.

6. ASEO
@moritzdaan
LocalizationConversionDiscoverability
How do you know which keywords
people actually find you on?

7. Importance ASEO
@moritzdaan
LocalizationConversionDiscoverability
Source:
ASEO not a game changer
for all apps.

8. A/B testing
@moritzdaan
LocalizationConversionDiscoverability
Testing your screenshots with an ad.
Test conversion to install via AdWords/Facebook
Downsides
Out of context (!)
Not the actual size of a screenshot
You have to follow the Ad Network rules (“Sexy”)
No way to test description, title, icon, etc.

9. A/B testing
@moritzdaan
LocalizationConversionDiscoverability
Traffic
Serve & Measure A/B
ie.
HTML5 Landing page
Create your own “App Store”
Build your own landing page:
HTML, JS, CSS
Integrate A/B testing tool
Send traffic to there and measure A/B
Screenshots first
3 lines of description

10. A/B testing LocalizationConversionDiscoverability
Results already huge for a trusted
brand like SoundCloud. Smaller apps should be able to profit even more.
All A/B-tests combined:
> 10% conversion increase
= 5.000.000+ extra installs
(hypothetical)
No resources to build it yourself?
testnest.co and splitmetrics.com now built this as SaaS
(untested)
@moritzdaan

11. Localization
@moritzdaan
LocalizationConversionDiscoverability
Every App Store region falls back on English
Depending on if you supplied a en_UK localization, they will use that, otherwise en_US
In the US you will be found on es and en_US
China & Hong Kong index you for English, Chinese Traditional & Simplified
In Japan you will be found on both en_US & en_UK
Indexation for several locales in App Store.

12. What’s coming for ASO
Looking ahead
@moritzdaan
Paid Search More insights on iTunes Connect and
Developer Console (A/B Testing!?)
Alternative App Discovery
(remains to be seen…)

13. .
Moritz Daan
@moritzdaan
moritz.daan@soundcloud.com